eComID buy Sweden’s Nilum to speed up its expansion into re-commerce

eComID has announced the acquisition of Nilum, a Stockholm-based pioneer in AI-native secondhand shopping. It said the acquisition “marks an important step in eComID’s vision to make fashion commerce smarter and more sustainable”.

eComID is building a global Shopping Passport, “enabling shoppers to carry their size, fit, taste and preferences across connected shopping destinations”. And by adding re-commerce capabilities, it aims to “help shoppers use that same context to discover relevant secondhand products more easily”.

The company said that despite secondhand fashion becoming an increasingly important part of a more circular fashion system, “finding the right item remains fragmented, time-consuming, and often dependent on being in the right place at the right time”.

Combining Nilum’s tech with eComID’s shopper context “will make it easier for shoppers to find pre-owned products they are more likely to love and keep”.

eComID co-founder and CEO Oscar Rundqvist said it’s all about helping shoppers “find the right products — not just more products. Nilum’s technology fits naturally into our vision of making shopping smarter and more sustainable. We have followed [Nilum founder Jonas Fagerlund] for a long time and have been impressed by his technical ability, product thinking and talent for turning AI into genuinely useful shopper experiences”.

Fagerlund will join eComID as head of re-commerce, leading the company’s product development within that channel.

The acquisition follows eComID’s recent $17 million seed round — said to be the largest fashion-tech seed round in Europe to date — “which will accelerate its international expansion and the development of its Shopping Passport”.

It plans to announced “what the acquisition will unlock for eComID shoppers… shortly”.

eComID currently works with 60 brands and reaches 20 million shoppers a month. The company is backed by H&M Group, Stadium, Regeneration.VC, Course Corrected and others, alongside retail and tech leaders including former H&M Group CEO Helena Helmersson and former Depop CEO Maria Raga.